Qatar Food & Beverages Sector - Sector Analysis March 2019 - MERatings - Middle East Credit ...
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Qatar Food & Beverages Sector
Sector Analysis
March 2019
Page 1 of 12Table of Contents
1. Food & Beverages Sector Overview: ................................................................................................... 3
2. Qatar Food & Beverage Market Segmentation:.................................................................................. 3
2.1. Fine Dining ........................................................................................................................................ 4
2.2. Casual Dining: ................................................................................................................................... 4
2.3. Fast Food Restaurants: ..................................................................................................................... 5
2.4. Cafés: ................................................................................................................................................ 5
2.5. Others ............................................................................................................................................... 6
3. Qatar Food & Beverages Growth Drivers: ........................................................................................... 7
3.1. Government Support. ...................................................................................................................... 7
3.2. High-Income Consumer Base ........................................................................................................... 8
3.3. Construction of New Malls & Hotels ............................................................................................... 8
3.4. FIFA World Cup ................................................................................................................................. 8
3.5. Limited Entertainment Options ....................................................................................................... 9
4. Issues & Challenges Faced by Qatar’s F&B Sector: ............................................................................. 9
4.1. Import Dependency.......................................................................................................................... 9
4.2. Securing Suitable Location ............................................................................................................... 9
4.3. Experienced & Competent Staff .................................................................................................... 10
4.4. Changing Consumer Preferences: .................................................................................................. 10
4.5. Delay in Obtaining Licenses/Approvals: ........................................................................................ 10
5. Sector Outlook:................................................................................................................................... 11
6. References .......................................................................................................................................... 12
Page 2 of 121. Food & Beverages Sector Overview
The food and beverage (F&B) sector comprises of companies involved in the preparation & serving of
food and beverages items for immediate consumption. The global food and beverages market was
estimated to be over $5,650 billion as of 2017 (prnewswire.com, 2018) and has seen healthy growth
over the last ten years. The growth trend is expected to continue due to rising population, economic
growth and increasing disposable income.
The Asia Pacific is the fastest growing region in terms of consumer spending on eating out, with
average annual growth of 9.8% from 2006 to 2016, while average annual growth of 7.5% is forecasted
for the 2017-26 period. The Middle East & Africa was the second fastest growing region between
2006-16, with average annual growth of 7.4%. This region also holds the second spot for the strongest
forecast of growth for 2017-26 at 7.3% per annum (Upa.it, 2017).
The F&B sector of Qatar has thrived over the years due to the cultural diversity of the country’s
population as well as growth in tourism that has given rise to a host of restaurants serving various
cuisines from around the world. Eating and drinking are considered an integral part of the culture,
and it is an important medium of socialising. The size of the food & beverage sector of Qatar was
estimated to be QAR 6,993 million in 2016 with estimated 2,950 operational outlets as of December
2016. (Food & Beverage Services Sector in Qatar, 2018).
2. Qatar Food & Beverage Market Segmentation
The F&B sector of Qatar can be divided into five segments with each segment catering to a different
target market across nationalities & income groups. The market segments are as follows:
F&B Sector
Fine Dining Casual Dining Fast Food Cafe Others
Page 3 of 122.1. Fine Dining
A fine dining restaurant offers a high-class dining experience with per person price meal in excess of
QAR 150. Five-star hotels are considered prime locations for fine dining restaurants as they provide
an upscale environment, access to hotel guests & tourists, and permission to sell alcoholic beverages.
Examples of fine dining restaurants in Doha include Nobu & Hakkasan. As per data consolidated by
QDB, there are 142 fine dining outlets operational in Qatar, accounting for 9.7% of total F&B sector
revenues in 2016. Fine dining contribution towards overall F&B revenues is relatively small as
compared to other segments. (Food & Beverage Services Sector in Qatar, 2018).
The presence of a high-income consumer base in Qatar along with tourist arrivals provides
opportunities to fine dining restaurants as consumers have the ability and spending power to visit
high-end restaurants. Moreover, the fine dining experience is much more than food; it’s about overall
customer experience.
Consumer preferences and market trends play an important role in the success of fine dining
restaurants, and any shift in consumer preference has to be captured in an updated menu and
offerings. Major challenges faced by fine dining restaurants in Qatar include changing consumer
preferences and lack of sufficient footfalls to sustain the business. The setup cost of a fine dining
restaurant is high as expenditure incurred on decor, chef training and ambience is in addition to food.
The wastage factor is also involved as the focus is on serving fresh food. (Food & Beverage Services
Sector in Qatar, 2018). Secondly, the rapid development of hotels in the country may lead to an excess
supply of fine dining restaurants and results in lower customer footfall as the customers are divided
over a large number of hotels.
2.2. Casual Dining
A casual dining restaurant serves food that is reasonably priced in a casual setting with a per person
meal price ranging from QAR 25-150, e.g. Nando’s, Applebee’s, Al Shami Home, etc. Casual dining
restaurants account for the largest share of F&B sector revenues at 38.2%, and there are 795 casual
dining outlets operational in Qatar as of 2016. Approximately 66% of casual dining restaurants
operate as standalone outlets whereas some are also located within malls and hotels (Food &
Beverage Services Sector in Qatar, 2018).
Page 4 of 12Casual dining centres are more affordable to the broader customer base, and this is the reason as to
why they account for the largest share of F&B sector revenues. Moreover, these restaurants are
geared towards families; therefore, the footfall is relatively higher. Competition is the biggest
challenge faced by casual dining centres along with price-sensitive customers. Increased inflation
along with pressure to keep up with competition means that the casual dining centres have limited
ability to pass on rising costs.
2.3. Fast Food Restaurants
Fast food restaurants provide standardised food with a focus on speed of service e.g. McDonalds,
KFC, and Burger King. The meal price per person ranges between QAR 3-75. Its share of total F&B
revenue stood at 18.1% with 689 outlets operational in 2016. It is the second largest market segment.
Fast food restaurants focus on convenience and speed of service; therefore the majority (84%) of
these outlets operate on a standalone basis (Food & Beverage Services Sector in Qatar, 2018).
The principal advantage of a fast food restaurant is standardisation of the menu and product
consistency. However, a major challenge being faced by fast food restaurants is a shift in consumer
preferences towards healthier eating. Fast food is generally not considered healthy, and the change
in consumer preferences towards healthier food options will diminish the target market of fast food.
This will also enhance rivalry amongst existing players as they would have to compete for a shrinking
share of consumers.
2.4. Cafés
A café is a restaurant that does not offer table service. Customers order their food from a counter
and serve themselves. Cafés serve a mix of food & beverage products including coffee, hot & cold
drinks, pastries, baked goods, sandwiches, etc. There are a total of 733 outlets (including dessert
parlours and beverage serving outlets) operating under this category and contributed about 22%
share in total F&B revenues in 2016. Cafés operate in a wide array of price points with average meal
price per person ranging from QAR 7 to QAR 175. Close to half of the cafés (54%) operate as
standalone outlets while the remaining are located within hotels & malls (Food & Beverage Services
Sector in Qatar, 2018).
A café’s role in acting as a socialising or a meeting place helps preserve its relevance. None of the
other segments can serve as a substitute for cafés in this regard. Therefore, the target market of cafes
Page 5 of 12are specific, and it’s difficult for other sub-segments to compete with cafes in this respect. However,
challenges faced by cafés is competition from other cafés, given a wide variety of them serve a
relatively small geographic area.
2.5. Others
The "others" category includes cafeterias, dessert parlours, and beverage outlets having a share of
17% in total F&B revenues in 2016. Cafeterias include small scale food & beverages outlets with a
focus on economical prices rather than decor & service. Price per person for each meal ranges from
QAR 5 to QAR 30 (Food & Beverage Services Sector in Qatar, 2018).
Dessert parlours are primarily engaged in the service of ice-creams, desserts, etc., e.g. Baskin Robbins,
and Cold Stone. The price per person for a meal ranges between QAR 5 to QAR 100. Moreover,
beverage outlets serve fresh juices, milkshakes, tea, coffee, etc. Some of the examples include Forty
Fruity, Tutti Frutti, etc. The price per person is in the range of QAR 5 to QAR 45 (Food & Beverage
Services Sector in Qatar, 2018).
Page 6 of 123. Qatar Food & Beverages Growth Drivers
The growth drivers contribute towards the progress of the F&B sector and are directly linked with the
changes in the infrastructural landscape, and economic development initiates undertaken by the
Government. The five main growth drivers are as follows:
Govt.
Support
Limited
Consumer
entertainment
options base
Growth
Drivers
FIFA World New Malls &
Cup Hotels
3.1. Government Support
The Qatari government has undertaken numerous initiatives to encourage its local companies to
expand into regional and international markets as envisioned in Qatar National Vision 2030. These
initiatives include the establishment of Hamad Port, participation in food expos and development of
new malls & hotels.
The establishment of a new major seaport in Qatar (the Hamad Port) will assist in finding export
markets for local companies operating in the F&B sector. In addition to finding export markets, the
development of this major seaport will also allow convenient import of raw materials related to the
F&B industry. Therefore, Hamad Port, with its geostrategic location will allow the local companies to
charter new trading routes and strengthen trade relations with external markets.
Page 7 of 12Qatar Development Bank's (QDB) participation in food expo provides visibility and opportunity to
local food manufacturers to market their products and capture new export markets. In October 2016,
QDB participated in SIAL exhibition in Paris and participated in GulfFood expos in March 2017.
Similarly, QDB spearheaded promotions of Qatari products in a 5-day exhibition known as Anuga
2017 in Germany (Qatar is Booming, 2017).
3.2. High-Income Consumer Base
Consumer base plays an important role in the F&B sector. The Qatari consumer base characteristics
are favourable for the F&B , and it is one of the primary reasons for a positive outlook. These
characteristics include high income, young & urban-based, and a growing expatriate population. The
benefit of a young consumer base means a preference for eating out is high as compared to cooking
at home. Moreover, a willingness to use technology in ordering food and exploring food delivery
options is also high. All of these factors support sectoral growth. In the long run, rising income
translates into higher demand for healthy eating options & premium goods. This will encourage
consumptions of certain market segments such as Organic Food, Diet Food etc.
3.3. Construction of New Malls & Hotels
Qatar is undergoing considerable development owing to a government drive towards achieving self-
sufficiency in the food industry, diversification away from a hydrocarbon-based economy and FIFA
World Cup-related development. Construction of new malls & hotels will expand the options and
reach of food & beverage companies by multiplying avenues available for consumption of food &
beverages. An estimated 62 additional hotels and 16 new malls are expected to commence
operations by 2020. (Food & Beverage Services Sector in Qatar, 2018).
3.4. FIFA World Cup
Hosting of the mega sporting event in 2022 will provide a one-time boost to the F&B sector of the
country. According to Qatar Development Bank, FIFA World Cup is likely to produce a one-time boost
of QAR 6,433 million to F&B sector in 2022. This is based on estimated additional tourists of 3.1 million
during World Cup and average spending of QAR 288 per person per day spent on F&B for a stay
ranging from three to eleven days (Food & Beverage Services Sector in Qatar, 2018).
Page 8 of 123.5. Limited Entertainment Options
The entertainment options in Qatar are limited due to cultural and climatic reasons (high
temperatures). Therefore, eating out is a major source of entertainment and account for a substantial
part of discretionary expenses.
4. Issues & Challenges Faced by Qatar F&B Sector:
The five main issues and challenges faced by the F&B sector of Qatar are as follows:
Import Dependency
Securing suitable location
Experienced & Competent staff
Changing consumer preferences
Delay in obtaining licenses
4.1. Import Dependency
The F&B sector is highly dependent upon imported sources of raw materials. Although a large number
of suppliers exist in the Qatari market, making switching cost between suppliers is low, nevertheless,
reliance on import of raw materials means that the sector is highly dependent upon global supply
chains. (Food & Beverage Services Sector in Qatar, 2018). Government efforts in achieving self-
sustainability in food will mitigate this concern to a large extent.
4.2. Securing Suitable Location
The selection of a suitable location based on target market and concept plays a significant role in
determining the success or failure of a restaurant. A location such as malls & prominent tourists spots
are suitable for casual dining, QSR and Café, while five-star hotels are appropriate for fine dining
restaurants. Therefore, the challenge is to secure the required amount of space at an affordable
rental rate in the desired location. It’s a challenge because characteristics of location directly impacts
Page 9 of 12the long-term profitability and sustainability of companies operating in the F&B sector (Food &
Beverage Services Sector in Qatar, 2018).
4.3. Experienced & Competent Staff
Competent staff is a source of competitive advantage in the F&B sector. However, the local talent
pool for staff is limited; therefore, companies operating in this sector have to compete for the same
talent pool. Moreover, if the company chose to recruit from other countries, then this process can be
time-consuming. Once hired, the employees would have to undergo training which will further delay
their induction into the company's operations. Consequently, the limited availability of competent &
experienced staff is a challenge in this sector (Food & Beverage Services Sector in Qatar, 2018).
4.4. Changing Consumer Preferences
The rising health consciousness of consumers signifies a shift in consumer preferences. Present day
consumers are not only interested in the health-related benefits of the products but have also shown
an inclination towards learning about the product preparation process and sourcing of raw materials.
Many manufacturers and producers are increasingly using natural ingredients and have also reduced
the use of artificial colours and flavours. Health concerns of consumers are increasing the sales of
products with natural ingredients, additives and colouring agents (prnewswire.com, 2018).
4.5. Delay in Obtaining Licenses/Approvals
Businesses need to obtain licenses and approvals from relevant ministries in order to set up a F&B
related business in Qatar. It can be challenging and time consuming given the elaborate
documentation requirements and stringent regulations. Moreover, visits by relevant regulatory
bodies also need to be arranged before the commencement of operations. Consequently, delay in
obtaining licenses and approvals from relevant ministries constitutes a significant challenge to F&B
companies operating in Qatar.
Page 10 of 125. Sector Outlook
Expenditure on eating out is expected to rise steadily over the next ten years. The Middle East &
Africa region is forecast to see an average annual growth of 7.3%. (Upa.it, 2017). The outlook for
Qatar Food & Beverages sector is encouraging. Growth is expected in food sales and an increased
focus on self-sustainability is leading to higher investment in local production of food. This will have
an added benefit of incentivizing homegrown eateries. The high disposable income of Qatari
consumers along with food being the major source of entertainment are other driving factors behind
F&B sectoral growth. Furthermore, the predominantly hot and dry climate of Qatar will ensure
sustained demand for beverages with sales of water & carbonated drinks are expected to make a
significant contribution to sales growth as compared to alcoholic drinks sales. Government
restrictions on sales and consumption of alcoholic drinks will constrain its growth prospects (Qatar
Food & Drink, 2019).
Rising health consciousness in the F&B sector is expected to increase opportunities for food and drink
producers that can introduce healthy options in Qatar. The demand for organic food is steadily
increasing in the country with a shift to natural ingredients and functional drinks for hydration, as the
food-processing industry becomes more segmented. (Gulf-Times, 2016).
The development of new malls & hotels would significantly contribute to the opening of new F&B
outlets. Approximately 16 new malls and two real estate developments in Lusail and Msheireb are
scheduled to commence operations within the next few years giving rise to an estimated 1,870 new
F&B outlets (Food & Beverage Services Sector in Qatar, 2018).
Technology is also having an impact on the F&B sector. New technology is improving both the
convenience and experience aspect of dining out, e.g. apps designed to order and pay for food in
advance will boost F&B sales. On the other hand, growth in home delivery and 'click & collect' services
will reduce the amount of space required for company operations (Upa.it, 2017). The young urban
population would mean that the role of technology in accessing food & beverages options is likely to
assume greater significance in future.
Page 11 of 126. References
Food & Beverage Services Sector in Qatar. (2018). [online] Available at:
https://www.qdb.qa/en/Documents/Food_and_Beverages_Sector.pdf [Accessed 1 Mar. 2019].
Qatar is Booming. (2017). QDB explores new trade markets for Qatari F&B products during
Anuga 2017 in Germany. [online] Available at: http://www.qatarisbooming.com/article/qdb-explores-
new-trade-markets-qatari-fb-products-during-anuga-2017-germany/ [Accessed 26 Feb. 2019].
Gulf-Times. (2016). Qatar food and drink sector poised for a leap. [online] Available at:
https://www.gulf-times.com/story/515781/Qatar-food-and-drink-sector-poised-for-a-leap [Accessed 4
Mar. 2019].
Store.fitchsolutions.com. (2019). Qatar Food & Drink Report. [online] Available at:
https://store.fitchsolutions.com/food-drink/qatar-food-drink-report [Accessed 4 Mar. 2019].
Prnewswire.com. (2018). Food And Beverages Global Market Report 2018. [online] Available at:
https://www.prnewswire.com/news-releases/food-and-beverages-global-market-report-2018-
300602932.html [Accessed 6 Mar. 2019].
Upa.it. (2017). The Global Food & Beverage Market. [online] Available at:
http://www.upa.it/static/upload/cw_/cw_global-food-and-beverage-report.pdf [Accessed 10 Mar.
2019].
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